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Invest in Riff

Coffee’s contributing to the climate crisis. We have a win-win-win solution.

Highlights

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❤️ Mission & Purpose Driven: Reversing Coffee’s Contribution to Climate Change
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🤘 Rock Star Team of Advisors Including a Super Bowl Champion & Former President of Anheuser-Busch
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🔬 Executive Team of Veterans from Food Science, Coffee, Craft Beverage, Branding, and Pro Sports
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♻️ Upcycling a Byproduct of the Coffee Harvest into a Tasty Climate-Friendly Energy Drink
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📈 Using a Readily Available Nutritionally-Rich Ag Product to Capitalize on a Rapid-Growth Category
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🛒 Distributed in 9 States to Top Natural & Conventional Grocery Stores with Growing E-Comm Presence
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🙌 Backed by Seasoned Investors in Food & Bev, Technology, Retail, Venture Capital & Consumer Goods
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💵 Revenues Projected to Surpass $30M by 2025 (projections cannot be guaranteed)

Our Team

Riff was built by industry veterans from food science, cold brew coffee, craft beverage, pro sports, branding, operations, sales and marketing. Paul Evers led the teams who built brands like Humm Kombucha, Deschutes Brewery and 21st Amendment. Nate Armbrust, former head of cold brew innovation at Stumptown, is a pioneer in the cold brew space.

Pitch

Riff is a purpose-driven coffee brand born in Bend, Oregon. Our vision is to explore and celebrate 100% of the coffee plant’s agricultural value on a mission to reverse coffee’s contribution to climate change while injecting greater economic viability for coffee farmers and delivering tasty good-for-you and good-for-the planet products to market. With every product sold, positive impact is made on coffee growing communities across the world.

With 25 billion pounds of dried whole bean coffee produced around the world each year, it’s estimated that 100 billion pounds of nutritionally-rich cascara is also produced as a byproduct, with 70% being thrown to waste, wreaking havoc on the environment and exacerbating challenges for struggling coffee farmers.

To make matters worse, because coffee is grown in a very narrow temperature window, leading scientists predict that by 2050, as much as 50% of existing coffee farmland will no longer be viable due to rising temperatures resulting from climate change. It’s ironic that the coffee industry is actually contributing to its greatest threat by generating such massive amounts of food waste.

Our Purpose is the solution: Generating demand for nutritionally-rich cascara by upcycling it into food and beverage products saves it from going to waste and wreaking havoc on the environment, generates additional revenue streams and employment for farming communities with little to no additional investment, and delivers cascara’s exotic flavors, naturally occurring caffeine, and nutritional benefits to consumers.

Our Purpose is the solution: Generating demand for nutritionally-rich cascara by upcycling it into food and beverage products saves it from going to waste and wreaking havoc on the environment, generates additional revenue streams and employment for farming communities with little to no investment, and delivers cascara’s exotic flavors, naturally occuring caffeine, and nutritional benefits to consumers.

With scale, we create a win-win-win-win scenario.

We invite you to become a partner in Riff and join us on our mission to revolutionize the coffee industry.

When we started Riff, the first thing we did was define our culture and values. This set the foundation for us to apply our history of innovation to problems and opportunities that make a difference in the world.

  • 💪 A force for good
  • 🙌 Help each other thrive
  • 🌪 Be open to the gift of chaos
  • 🏃 Never settle
  • 🎢 Enjoy the ride

Riff’s Purpose: To be a positive force for the wellbeing of each other, the broader community and our planet.

The U.S. Energy Drink Market is forecasted to grow at 7.5% CAGR through 2025, reaching $25B in Annual Sales.


We’ve partnered with the nation’s top two natural food distributors, UNFI and KeHE, expanded into 9 Western states, launched on Amazon, SnackMagic, DashMart and built our own direct-to-consumer channel at letsriff.com.

DIRECT-TO-CONSUMER E-COMMERCE

With early recognition of the significant shift in market access and consumer behavior at retail grocery stores brought on by the pandemic, we pivoted our sales and marketing priorities to identify and pursue our most immediate and short-term revenue opportunities. This has meant that, in addition to our focus on west coast brick and mortar retail grocery placement, we rapidly developed a proactive e-commerce strategy focused on both Amazon and on an enhanced direct-to-consumer experience on our own website, LetsRiff.Com, leveraging organic and paid media along with brand ambassadors to drive traffic.

DISTRIBUTION
We are building a distribution network that sets the foundation for Riff to scale. In our home market of Oregon, most of our distribution is handled via Direct-Store-Delivery (DSD) partner, Point Blank. In addition, Riff is also distributed to key accounts in Oregon as well as throughout the Pacific Northwest via UNFI and KeHE, the nation’s two largest natural foods distributors.

RETAIL (GROCERY)

In our first 2 years we achieved distribution to 9 Western states (AK, AZ, CA, HI, ID, MT, OR, WA & WY), including leading retailers like Safeway, Albertsons, Market of Choice, New Seasons, New Leaf, Fred Meyer (Kroger), Haggens, Rosauers, Family Foods, Lunardi’s, Draegers, Oliver’s Markets, Berkeley Bowl.

We’ve engaged with leading retail growth partners, like Dirty Hands on sales, retail execution and data reporting to effectively scale.

We started with a bold idea: to make the best and most delicious cold brew in the world.

When we started Riff, we set out to identify coffees that represented the most delicious flavor notes available on the Specialty Coffee Association's Coffee Taster’s Flavor Wheel. And in doing so, we discovered that coffee offered an incredible range, depth and nuance that wasn’t making it into any other ready-to-drink cold brews. We’re not the only ones to appreciate coffee's incredible range of flavors. Riff is the only back-to-back winner at Cold Brew Fest, the world’s largest cold brewed coffee festival. We were also named one of 5 Finalists at 2018 BevNet Live’s New Beverage Showdown, the industry’s “Super Bowl” of new beverage companies.

To support our proprietary approach to cold brewing, Riff built its own state-of-the-art production facility with equipment designed and fabricated by the nation’s leading brewing equipment manufacturer.

2018 WINNER OF OREGON’S “EARLY STAGE COMPANY OF THE YEAR”
2018 FINALIST BEVNET’S NEW BEVERAGE SHOWDOWN
2019 WINNER OF VENTURE CONFERENCE “IMPACT INVESTMENT”
2020 NATURAL PRODUCTS EXPO WEST PITCH SLAM FINALIST
2020 7-11 BRANDS W/ HEART
2020 FOODBYTES! COHORT


We estimate that 70 billion pounds of cascara is thrown to waste each year generating methane gas equivalent to 31 billion pounds of CO2.

In the beginning stages of experimenting with cascara (a byproduct of the coffee harvest) to develop an innovative natural energy drink, we became suspicious the coffee industry was holding a “dirty not-so-little secret,” related to the magnitude of waste and its impact. We decided to partner with Oregon State University’s Environmental Sciences Program to conduct an in-depth study quantifying the magnitude of waste and its impact on the environment as well as on coffee growing communities. Supervised by senior climate change scientist, Dr. Dominique Bachelet, the study concluded that we had good reason to be suspicious.

Cascara (Spanish for ‘husk’ or ‘pulp’), is naturally sweet, naturally delicious, and rich in antioxidants, potassium, iron, and caffeine. And because the volume produced as a byproduct is so incredibly massive, it’s impossible for farmers to properly compost.

So it’s discarded in the back corners of plantations, where mycotoxins develop, seeping into soils and water tables destroying the land for future agricultural production. Some is released into waterways killing off fish and other aquatic life. But, the vast majority is sent to landfills, where it decomposes, producing methane gas at the same magnitude as 3 million automobiles in a single year. 

Launched in April 2021, Energy+ is a tasty, sparkling natural energy drink brewed from upcycled cascara and enhanced with immunity benefits.

Riff Co-founder and Director of Innovation, Nate Armbrust, began experimenting with cascara back in 2014 while at Stumptown. He was intrigued by the surprising and unique flavors it offered and began imagining how those would translate into a line of sparkling natural energy drinks due to its inherent caffeine content.

Riff Energy+ is brewed utilizing the same process as our cold-brewed coffees. It’s then carbonated for a wonderfully refreshing experience. It’s pasteurized, giving it a 1-year shelf life eliminating cold chain distribution constraints. Energy+ is available at retail in natural and conventional grocery stores, and via e-commerce on Amazon and LetsRiff.Com

Energy+ is available in three flavors: Booya Berry (blackberry & açaí), Get-It Guava (guava & passionfruit) and Pick-It-Up Pomegranate (pomegranate & hibiscus).

Gen-Zers and Millennials have dramatically shifted away from sugar-laced carbonated soft drinks and synthetically produced energy drinks. Now it’s plant-powered, clean-label and good-for-you or nothing.

For the last three decades, energy drinks such as Red Bull, Monster and Rockstar have grown despite a seemingly endless list of unpronounceable laboratory-produced ingredients such as L-Carnitine, Ascorbic Acid, Niacinamide, Riboflavin, Inositol, Glucuronolactone, Pyridoxine Hydrochloride, and Cyanocobalamin.

Plant-powered energy drinks, like Riff Energy+, are the antithesis of the highly-synthetic energy drink category. Riff Energy+ contains only natural clean-label ingredients such as: Cascade Mountain water, brewed cascara, organic cane sugar, real fruit juices and vitamin C.

Riff is also well positioned to benefit from Millennial and Gen Z-er coffee preferences. Starbucks reports that more than 50% of in-store sales, and 80% of new category growth are from chilled beverages.

Consumer trends are in the midst of radical change accelerated by the pandemic. The consumer packaged goods that Boomers and Gen Xers grew up with will be entirely replaced with a new generation of products, including:

          🌱  Plant-Powered and Good For You
          ⚡️  Functional Benefits
          🍩  Reduced Sugar
          ♻️  Upcycled
          🤝  Ethical Sourcing

Overview